Design

Easy Bake Ultimate Oven, © 2016 Hasbro.com

The Easy-Bake Oven was not the first toy oven, but it certainly has become the most popular. Some of the first miniature ovens were made out of steel or cast iron and were wood burning. Electricity replaced older lighting and heating methods and several toy ovens called Little Lady or Suzy Homemaker made a debut. The first Easy-Bake Oven did not roll out of the factory until the winter of 1963 in time for the Christmas shopping season. Toy company Kenner was the originator of this revolutionary toy and their success may be largely attributed to the use of a light bulb as a heating element. Parents felt this was much safer, even though temperatures still reached around 350 degrees Fahrenheit (Hix, 2014).

Since 1963 there have been 12 different designs and numerous colors offered that reflect the time period in which it existed. Despite the use of a simple light bulb, several designs have been recalled due to safety issues. Many children were getting their fingers caught and suffering burns from a front loading 2006 model. One 5 year old girl even needed a partial finger amputation due to entrapment (Hix, 2014).

Manufacturing

Hasbro produces 82% of its products in 51 factories in China. Approximately 71% of these factories carry a Class A seal, which means the factory has no “critical defects and is committed to transparency”. In such factories, the typical working week is at least 66 hours and less than 72 hours. In 2013, Hasbro’s workforce was comprised of 50% women. 30% of positions of Director or higher were women. All of these statistics can be found on Hasbro’s website www.hasbro.com.

Even with the Class A status, working conditions in Chinese toy factories are hardly optimal. Issues such as long hours, poor pay, and dangerous working environments have been prevalent for years and improvements have been slow. Workers have gone on strike and organized marches, but they are usually met with police intimidation. This results in workers acceptance of less than fair negotiations. Factories that produce toys for Hasbro and other toy giants have been at the forefront of these conflicts (China Labor Watch, n. d.).

Marketing

Easy Bake Oven ad from the 70’s, © General Mills Fun Group, Inc.

Several different models have been made since the Easy-Bake Oven’s inception. The original model was either turquoise or yellow and sold out that first winter. Kenner marketed their product to girls so they could cook just like their mothers, but the colors of the various ovens were relatively gender neutral (Hix, 2014). Hasbro bought Kenner in 1991 and added more and more pink to their ovens (Hasbro, n. d.).

It is currently marketed to children ages 8 and up, but girls are still the target. Hasbro’s Easy-Bake oven page on their website has several videos of girls clad in pink enjoying their treats. One video features a girl and a boy, but the girl is doing the cooking and the boy joins her in the eating. There has been a relatively recent attempt to market to boys with the addition of the black and silver model which is intended to be gender neutral. The only problem is the packaging features a girl and this still deters some boys from buying the new toy.

Gender Neutral Easy Bake Oven, © 2016 Hasbro.com

Sales

Children can own their very own Easy-Bake Oven for the price of $45 at most large retail and toy stores. It can also be purchased online through various sources such as Amazon or Hasbro’s website. The current model offers three colors including white, purple, and black. There are many different mixes that can also be purchased which range from $5 to $15 depending on the package. Some of the treats kids can make are whoopie pies, cake pops, cupcakes, cookies, pizzas, and pretzels.

User Support

Hasbro Logo,© 2016 Hasbro.com

To find information regarding recalls, product safety, or to speak to a customer service agent a person need only go to Hasbro’s website. There is a frequently asked questions page, chat with an agent is available, as are email and phone operators (Hasbro, n. d.).

Maintenance/Recycling and Disposal

Maintenance of the Easy-Bake Oven is relatively easy. The tools and pans can be washed and the exterior can be wiped down with a wash cloth. It is made of hard plastic and therefore it is difficult to recycle or dispose of if it is broken. If the product is in working order, selling the oven or donating it are far better options.